Open Architecture in the Adobe Marketing Cloud - Summit 2014

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Explore the open architecture concepts of Adobe Marketing Cloud and how they increase the quality and usability of Adobe solutions. The open architecture makes Adobe components easier to integrate, …

Explore the open architecture concepts of Adobe Marketing Cloud and how they increase the quality and usability of Adobe solutions. The open architecture makes Adobe components easier to integrate, test, and understand, enabling partners and customers to integrate custom data sources and applications with Adobe Marketing Cloud.

Learn about:
– The open architecture concepts applied to Adobe Marketing Cloud
– How the open architecture increases the quality and usability of Adobe solutions
– Taking advantage of integration options

This session is for the entire technical constituency, from developers to CTOs, across all Adobe Marketing Cloud solutions.

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  • 1. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Open Architecture in the Adobe Marketing Cloud Paolo Mottadelli | Sr. Mgr, Marketing Cloud Product Management
  • 2. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2 Paolo Mottadelli Senior Manager, Marketing Cloud Product Management @paolomoz
  • 3. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3 Features Why Openness matters to YOU: the long tail pattern 5% 100% 1 2 3
  • 4. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4 What is an open architecture? I Why does “open” matter? II Marketing Cloud open architecture principles III
  • 5. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5 What is an Open Architecture?I
  • 6. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1) The Web as it was originally designed. Open by design. 6 POST / curl -F title=hello http://localhost:4502/foo GET / curl http://localhost:4502/foo.tidy.json Demo
  • 7. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2) Modularity at its best 7 PLUG-IN ENGINE HOST APPLICATION PLUG-IN PLUG-IN PLUG-IN PLUG-IN PLUG-IN PLUG-IN PLUG-IN PLUG-IN PLUG-IN traditional plug-ins pure plug-in system
  • 8. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. What makes a platform “open” 8 Extensibility requires modularization Reuse needs cleaner structure More use cases require generalization Open Architecture Open Standards Open Source Communication patterns Architectural rules Common interfaces No lock-in More eyeballs More use cases More users of any kind More opinionated developers
  • 9. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9 Why does "open" matter?II
  • 10. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Better code 10 ✓ Better quality ✓ Better structure ✓ Better sustainability
  • 11. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Better security 11 X Security through Obscurity ✓ Peer reviewed ✓ Industry Standard
  • 12. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Better testing 12 ✓ Standardized patterns ✓ Samples
  • 13. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Integration and extensibility 13 ✓ Extension points are features ✓ Modularization ✓ Standards
  • 14. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14 7 Open Architecture PrinciplesIII https://marketing.adobe.com
  • 15. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Open standards The core infrastructure is based on Open Standards and Open Source projects. 1 Infrastructure stack
  • 16. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Architecture in a nutshell 16 Java$VM$ Running$in$Servlet$Container$ or$Java$EE$Applica7on$Server$ Access$Control,$Versioning,$ Search,$$ Observa7on$ Fully$OSGi/Java$based$ modern$Applica7on$Stack$ $ Extensible$and$Modular! Interac7ng$with$any$client$ run7me$ $ HTTP[S],$WebDAV,$…$ JCR$2.0$Content$Repository$ OSGi$5$Applica7on$Run7me$ RESTful$Web$Applica7on$Framework$
  • 17. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Open Core 17 Repository* Applica/on*Run/me* JCR:!Apache!Jackrabbit! Search:*Apache!Lucene! Content*Extrac/on:* POI,!Tika,!PDFBox! Search!Extensions! Graphic!Rendering! CIFS/SMB!Access! Virtual!Repository! TARHbased! NodeHstore! SharedHnothing! Cluster! Web*Framework:!Apache!Sling! OSGi*Run/me:!Apache!Felix! Vault!&!SVN!Tools! Web/Eclipse!IDE!
  • 18. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The OSGi container 18 Class%Loading% Bundle%B% V1.0.0% Bundle%C% V1.0.0% Life%Cycle% Service%Registry% Services% Security% Bundle%A% V1.0.0% Bundle%A% V1.0.0% Bundle%B% V2.0.0% Bundle%A% V1.1.0% Bundle%B% V2.1.0%
  • 19. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Why OSGi matters 19 Create Modular and reusable software Create evolvable software Create line of products Your application is going to be OUTDATED. (Or buggy...)
  • 20. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Cloud stack All of the Marketing Cloud solutions are developed for cloud deployments for multi-tenancy using a shared stack that exposes shared capabilities. 2 Infrastructure stack
  • 21. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Shared architecture Stack Shared Cloud Infrastructure Big Data Infrastructure Big Data Axle, Reporting, Predictive, Visitor Profiles Content PlatformModular Execution Runtime REST Framewo Orchestration BPM Social Infrastructure Implementation Infrastructure Authentication Web Development Shared runtime Deployment Content Repository, JCR, Shared Cloud, Transformations Big Data Axle, Reporting, Predictive, Visitor Profiles (Data Connectors) Content Platform Content Repository, JCR, Shared Cloud, Transformations (Content Connectors) Client Libs/Tags Context UX Framework
  • 22. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. URLs matter All URLs exposed by the Marketing Cloud are carefully evaluated, designed and managed. 3 Web architecture
  • 23. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 23 /assets.html/content/mac/geometrixx/banners/adventure.psd
  • 24. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 24 /assets.html/content/mac/geometrixx/banners
  • 25. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 25 /assets.html/content/mac/geometrixx
  • 26. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. REST APIs are King. All of the entities in the Marketing Cloud and all solutions are exposed in a resource tree and bound to clean REST APIs. 4 Web architecture
  • 27. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 27 Consistent API design patterns/blueprints. (URLs, JSON, PATCH, naming conventions, JSOP...)
  • 28. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Like the Web as it was originally designed. 28 GET /products/english/18846.html Resource(Type( Resolu-on( Render(Code(Repository(Path(
  • 29. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Like the Web as it was originally designed. 29 POST /products/english/18846/comments/* Repository*Path* Title*as*node* name* Demo
  • 30. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. CURL power There should be a good reason for anything that can’t be done with CURL. 4b Web architecture Demo
  • 31. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Browser rules All our UX is based on Web technology (HTML & friends) for all channels. 5 Web architecture
  • 32. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Browser rules 32 We built for a Browser interface using HTML (html, js, css). We support a JSON (JSOP) interface for both JS applications and native apps. 1 2 PhoneGap
  • 33. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Shareframe Integration <script src="https://marketing.adobe.com/etc/clientlibs/mac/mac-api.js"/> /**  * Opens a share card.  *  * @param {Object} options Shareframe options.  *  * @param options.url        Permalink to the resource that is shared  * @param options.title      Title of the resource that is shared  * @param options.subtitle   Subtitle of the resource that is shared  * @param options.product    Product that is sharing (e.g. Analytics)  * @param options.type       Type of the resource.  * @param options.data       Object for type specific information  * @param options.auth.token    Authentication token  * @param options.auth.configId Authentication IMS config id  *  * Options specific to a "dv-report"  * @param options.data.dataURL    URL to a JSON resource to fetch data  * @param options.data.chartType  "bar","trend","pie"  *  * Options specific to a "asset"  * @param options.data.url        URL to the asset  */ tartan.shareCard(options); 33 Demo
  • 34. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. One UX, one infrastructure. All of the Marketing Cloud shares one UX and one architecture and infrastructure stack for marketing user interaction. 6 One pattern
  • 35. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 35 Unified UI • UI framework for web applications • Backend agnostic • Unification of all Adobe apps
  • 36. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Unified UI key principles 36 §Responsive and scalable layout §.rem, font icons, embedded svg, markup driven §Rich widgets §less js, data attributes §Mobile first §Cutting edge technologies §css3, html5, jquery JQUERY Client UI UI Config
  • 37. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 37
  • 38. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Extension points 38 § Components § Dialogs § Virtual resources § Resource merger § Client side eventing
  • 39. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. One UX, one infrastructure. All of the Marketing Cloud shares one UX and one architecture and infrastructure stack for marketing user interaction. 6b One pattern
  • 40. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Marketing Cloud Experience and Solution Services Media Optimizer (Service) Campaign (Service) Analytics (Service) Experience Manager (Service) Target (Service) Social (Service) ExperienceApache WebServer Delivers Web Experience Proxies & Collates JSON and HTML streams Manages Dashboard, ActivityStreams & Social Graphs Exposes RESTful ActivityStreams & Dashboard Configuration Service Cache & Load balancing Transparent Reverse proxy (mod_dispatcher) Apache config (1)Pushactivities(etc)toStreamsandDashboards (2)RenderJSON/HTMLcardsviaREStfulService http[s]://[*.]marketing.adobe.com/
  • 41. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Cross Solution Concepts The foundational cross solution concepts of Digital Marketing are not contained or defined in any single solution but are managed and exposed exclusively by the Marketing Cloud and bi-directionally accessed by each solution. 7 One pattern
  • 42. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Cross Solution Concepts 42 METRICS CONTEXT ASSETS CONTENT PLAN EXECUTE MONITOR CAMPAIGN CHANNELSAUDIENCES
  • 43. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The DNA of Marketing Campaigns 43 Right brain marketers create campaigns by composing experiences that place content and assets into the right channels. ASSETS CONTENT CHANNELS
  • 44. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The DNA of Marketing Campaigns 44 METRICS CONTEXT AUDIENCES Left brain marketers measure and optimize campaigns by defining audiences based on collected context data that combine behavior and identity.
  • 45. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Accessing cross solution resources 45 Demo Marketing Cloud provides open widgets (and API) to access cross cutting resources. ASSETS 3rd PARTY SYSTEM
  • 46. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 46 ConclusionsIV
  • 47. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Marketing cloud is demonstrably open 1 Built on open standards, open protocols and open source code 2 Makes a difference in terms of usability, quality, testing, integration and lock-in 3
  • 48. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Want to follow up? Reach out. paolom@adobe.com @paolomoz Q&A